02739nam a22001697a 4500 150717b xxu||||| |||| 00| 0 eng d 0273638262 HD69.B7.K66 MAKLAN, Stan. Competing on value: Bridging the gap between brand and customer value. / Stan Maklan and Simon Knox. London: Financial Times Pitman Publishing, 1998. xviii, 236p.: ills.; 24cm. Includes index. Contents: Brand marketing in transition: Introduction -- The Brand is the business -- Our icons have fallen -- Summary -- Further reading -- The Value gap: Introduction -- The value of brands -- The Value of information and risk -- The Augmented brand -- The Unique selling proposition -- 4Ps marketing -- Brand management -- Making money from brands -- The Link is severed -- Components of customer value -- Business integration -- Summary -- Further reading -- Bridging the value gap: Introduction -- UOVP - Unique Organisation Value Proposition -- Components of the UOVP -- The UOVP mix -- UOVP and core processes -- Summary -- Further reading -- Marketing planning: Introduction -- Limitations of the traditional marketing planning process -- Marketing planning that supports the UOVP -- Implementation issues -- Summary -- Further reading -- Supply partnership: Introduction -- Traditional supply partnership -- The Changing nature of automotive supply partnership -- Food retailing -- A trend toward higher levels of supply partnership -- Summary -- Further reading -- Asset management: Introduction -- What do we mean by assets? -- The Use of assets in brand building -- Toward a systematic approach to asset management -- Summary -- Further reading -- Resource transformation: Introduction -- The Traditional approach to resource transformation -- The new approach- manage processes not functions -- Differentiate resource transformation for branding purposes -- Using the UOVP to differentiate resource transformation -- Summary -- Further reading -- Customer development: Introduction -- The Profit impact of customer retention -- Principles of loyalty management -- Managing customer development -- Implementing customer development -- Summary -- Further reading -- Measuring the value gap: Introduction: Are you in the right race? -- The diagnostic -- Summary -- The rehabilitation of marketing: Introduction -- The Traditional marketing function can be part of the problem -- The Business need for rehabilitation -- Is the marketing department needed any more? -- The Rehabilitated marketing capability -- The Mandate and responsibilities of the UOVP architect -- The Rehabilitated marketer -- Summary. KNOX, Simon. lcc BK 5647 13147 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2015-07-17 0 HD69.B7.K66 7954/381/15 2015-07-17 00:00:00 2015-07-17 BK